Looking Back At The BSI Top10 Campaigns Ranking In H1 2026: When The Quality Of Conversations Shapes Real Influence
Looking at the BSI Top10 Campaign ranking over the first five months of 2026, several key highlights and emerging trends can be observed in how brands approach communication:
- The overall quality of discussions generated by campaigns has improved compared to the same period in 2025.
- Threads has emerged as a new space for natural conversations, adding an effective, high-quality amplification channel alongside familiar platforms.
- The difference between Buzz Volume and BSI Score shows that using engagement-driven tactics to compete for interactions is no longer the key to campaign success.
- Tet campaigns remain a key highlight in the early months of the year, with effectiveness coming from brands’ ability to refresh familiar messages.
1. Maintaining Industry Diversity & The Emergence of New Faces
Compared to the same period in 2025, the BSI Top10 ranking in H1 2026 continued to maintain diversity in both industries and participating brands. However, H1 2026 saw two notable developments:
1. A More Balanced Distribution of Content From Qualified Users
In 2025, more than half of the campaigns were in the lower segment, with fewer than 10,000 quality user discussions (CFQU). There was one “special” campaign with more than 204,000 CFQU. However, this was the Hòa Bình Đẹp Lắm Campaign, organized by the Ho Chi Minh Communist Youth Union Central Committee, with a nature and purpose different from those of a typical brand campaign.
In 2026, the BSI Top10 ranking showed a shift toward a more balanced distribution. More campaigns generated over 20,000 CFQU than before. This reflects brands’ efforts to improve their ability to build genuine connections with users.
2. The Emergence of New Faces
Alongside familiar “big players” from the Technology and Beverage industries, 4 out of 31 brands made their first appearance in the BSI Top10 ranking. Notable examples include:
- Nutren Junior – Ngày Hội Thôi Nôi Campaign – a new name in the Milk category, entering the BSI Top10 ranking in May. A key highlight of the campaign was its namesake event, which contributed 67% of the campaign’s quality user discussions. The event also topped the BSI Top10 Events ranking.
- Văn Phú – Muôn Vị Nhân Sinh Campaign entered the BSI Top10 ranking in March. Real Estate is traditionally a relatively “dry” category, but Văn Phú made efforts to build an emotional message that resonated with the community’s values by collaborating with Phan Mạnh Quỳnh.
In addition, Hazeline – Khởi Sáng Lên Hương Campaign and Sunsilk – Thế Giới Mượt Như Sunsilk Campaign brought a more youthful image by partnering with young KOLs while effectively leveraging offline events.
2. Threads – A New Channel Choice for Campaigns
Rising strongly since 2025, Threads is gradually establishing itself as a leading Social Media channel for young audiences, while also becoming a platform that brands are leveraging more effectively.
A total of 35 campaigns in the BSI Top10 ranking during the first five months of the year recorded discussions from Threads. Moreover, several campaigns leveraged Threads as a key amplification channel. One notable example is JOLLIBEE – Mở Ra Niềm Vui Campaign, which appeared in the BSI Top10 ranking for two consecutive months. In April alone, Threads contributed more than half of the campaign’s CFQU. The campaign’s reach was driven by a series of school-related activities that created opportunities for young artists to interact with students. Moments of interaction with the artists were enthusiastically shared by students on Threads.
Samsung’s product launch campaigns have traditionally leveraged Facebook as their main discussion platform, with numerous review posts from large community pages alongside promotional activities. While discussions on Threads were present, they remained relatively modest and accounted for an insignificant share. However, starting in April, Threads began to contribute more, with a discussion direction that differed significantly from Facebook. Instead of reviews, users focused on the Awesome Vibe Station music night, ticket-hunting activities, and their expectations of the organizers.
3. The Shift from Buzz to Discussion Quality
The scale of discussions (Buzz Volume) and actual engagement effectiveness (Content From Qualified User) are showing different development directions across campaigns. This reflects the differences in communication objectives (KPIs) and campaign phases (Phase). The BSI Top10 Campaign ranking in H1 2026 highlights two clear strategic directions taken by brands:
The first group consists of campaigns optimized for reach and awareness. These campaigns prioritize rapidly expanding their reach and generating a surge of discussions (large Buzz Volume) within a short period. As a result, the CFQU/Buzz ratio tends to remain modest (below 5%). Broad amplification through a lineup of KOLs, Community Pages, or simple Minigames helps brands maximize their “presence,” increase awareness, and maintain market buzz. A notable example is Samsung – Galaxy S26 Series Launch Campaign in February.
The second group does not prioritize competing for total Buzz Volume, but instead records an impressive CFQU/Buzz conversion rate (40%–60%). As a result, these campaigns make it into the BSI Top10 ranking. By addressing the right pain points through a series of activities, brands can activate users’ willingness to share organically (Organic UGC). Users are willing to write long-form sharing posts, express personal opinions, provide detailed product reviews, or create related content directly connected to the brand. Notable examples include Lifebuoy – Tết Ta Về Campaign and Pepsi – Pepsi Mang Tết Về Nhà Campaign, both launched in January.
Campaigns with different objectives can all create social impact – as long as they excel at fulfilling their specific role: whether it is a campaign focused on short-term reach and awareness, or one that goes deeper into building engagement and affinity over the long term.
4. The Mark of Tet 2026 Campaigns
Whether optimized for reach or quality, every successful Social Media campaign starts with brands understanding and choosing the right user insight. This was particularly evident in this year’s Tet campaigns.
Among the Top 15 campaigns with the highest BSI Scores in the first five months of 2026, 6 campaigns were Tet-related, highlighting the strong potential of Tet as a way to connect with users. However, the communication landscape during Tet 2026 also revealed an important shift: the stricter filtering of “genuine connections.” Campaigns that made it into the BSI Top10 optimized CFQU by finding new ways to approach familiar themes while grounding their communication in updated user insights for this year’s Tet season. Notable examples include:
- Lifebuoy – Tết Ta Về Campaign explored the familiar theme of “Về Nhà” (“Coming Home”). However, by combining a series of Offline to Online activities – including the multisensory exhibition “Là Tết của một ai đó” and the “Hết Mình Miên Man” music night – Lifebuoy transformed the message of reunion into emotionally engaging conversations, attracting up to 30,000 quality users, the highest figure in H1 2026.
- Pepsi – Pepsi Mang Tết Về Nhà Campaign maintained strong momentum for two consecutive months through CSR activities supporting bus tickets for students/workers, a countdown music night, and eye-catching Gold Can packaging.
CONCLUSION
Looking back at the BSI Top10 Campaign ranking in H1 2026, the Social Media Marketing landscape is opening up new opportunities across industries. The barrier is no longer whether your brand belongs to a “dry” industry or whether your budget is large enough, but rather how you approach your communication strategy:
1. Prioritize discussion quality (CFQU): Shift the focus from activities that generate interactions purely for the sake of engagement toward creating content/activities that address users’ real interests and activate organic sharing (Organic UGC).
2. Leverage a flexible multi-channel ecosystem: Make the most of each platform’s strengths – use Facebook for broad reach, TikTok for entertainment/conversion, and Threads for deeper conversations.
3. Refresh messages based on a deep understanding of user insights: Whether it is a Tet campaign or an everyday topic, integrating real-life experiences (Online to Offline) can help brands build sustainable “genuine connections” with consumers.
Social Media campaigns through the lens of the BSI Top10 ranking still have many interesting insights waiting to be explored. How can campaigns sustain momentum over the long term? How do Thematic Campaigns build and amplify their messages? What role do offline events play in a campaign’s amplification journey? Stay tuned for more in-depth articles from Buzzmetrics!
